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Titre : |
The influence of CSR communication of food products on consumers’ attitudes. : Focus on healthy food communication. |
Type de document : |
Mémoire |
Auteurs : |
Pauline MILLECAMPS, Auteur |
Année de publication : |
2020 |
Importance : |
22 p. |
Note générale : |
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Langues : |
Français (fre) |
Mots-clés : |
Management RESPONSABILITE SOCIALE DE L'ENTREPRISE ; COMMUNICATION ; ALIMENTATION
|
Résumé : |
Consumers are more and more concerned about Corporate Social Responsibility (CSR), especially when those issues are related to firms that can have an effect on our healthy, such as the food industry. That is the reason why, this study aims at understanding how CSR communication for healthy food products can influence consumers’ attitudes (beliefs, feelings, intentional behavior). This survey will especially fill the gap of the literature by determining the influence of emotional and rational appeals. Through a quantitative survey, the research tests hypotheses using a 2 (emotional/rational) x 3 (cognitive/affective/conative) design. The results of the quantitative study has shown that consumers’ attitudes was influenced by both emotional and rational appeals. However, rational appeals are more efficient to influence positively the cognitive and conative components of attitude, and even more for CSR-involved consumers. Emotional appeals are still effective to influence the cognitive component of attitude, but not the conative component. Finally, the affective component of attitude appears not to be influenced by neither rational nor emotional appeals. |
Programme : |
PGE-Rouen |
Spécialisation : |
Digital Marketing |
Permalink : |
https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=529188 |
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